Fancy Software Is No Replacement for Creativity and Discipline

Sometimes we can get bogged down by all of the innovation out there. There are new platforms, marketplaces, and gadgets popping up everyday (do you ever ask yourself, “Wait—what does this thing actually do?”). So it's easy to feel out of the loop, like you're not doing enough. At Social Construct, we've used most of the software out there. Some of it is very useful; others just speed up a process minimally and add a few features that you don't actually use. But this article isn't a breakdown of the pros and cons of certain SaaS companies—there's too many of those on the internet already. This article, instead, argues that all this technology, while being useful, is no replacement for what started your company to begin with: you.

It’s dangerous to think that certain technology can help your business dramatically. This is like thinking that dating applications will save your romantic life.  It's true that they help. They are tools, and if used properly, they produce results, but at the end of the day, it all comes down to your work, your creativity, your passion for the business, and your relationships with your clients that produce growth.

And software doesn't do any of that.

Social Construct believes it comes down to two things: openness and engagement.

Openness

There’s nothing more important to a business than their customers, and there's an exceptional new tool to listen directly to their concerns—social media—which has, like never before, provided a direct link between a business and their clients’ wants and needs. Businesses can engage with their customers in real-time about exciting innovations, changes, events, problems and solutions to fix them. Different clients can communicate about issues related to the field. People can meet, share ideas, and collaborate in ways unimaginable for previous generations. Technology absolutely helps with all of this. But without openness, it's all for nothing.
As social media managers, we listen to people. We hear their ideas, concerns, and criticism. We get to respond on a personal level in real-time. The tool makes it faster, but it's the human element that makes it effective. It's our openness and ability to listen that keep relationships going.

Engagement

This is all about blood, sweat, and tears. Being successful in content marketing means being constantly engaged with your audience (aka, clients). It means putting in the work of always knowing the trends and news happening in the field. It means knowing the key players and the game.

Software cannot do this for you. This knowledge cannot be faked or outsourced. The person creating the content actually has to know what they're talking about. Because software won't.
That's the beauty of this—not everything can be outsourced and automated. Content marketing is still a human profession. Created, shared, commented upon, relationships built by humans.

As a team who works in content marketing, that makes us very happy.